The first and only monthly newsletter devoted exclusively to improving the marketing of intellectual property was recently launched by BizWorld, Inc. Each issue of Intellectual Property Marketing Advisor focuses on better marketing of valuable but yet-unlicensed IP held by universities, research institutes and government labs.
“This monthly guidance will help spur the commercialization of innovations and other IP,” says publisher Leslie C. Norins, M.D., Ph.D. “The need is greatest in the academic and government research sectors. Their budgets are under pressure. But they’ve got cabinets full of invention disclosures and patented innovations just gathering dust — and bringing in no royalties. More effective, aggressive marketing is the ‘missing link’ in the commercialization chain that will bring in more licenses and more royalty revenue.”
Although millions of research dollars are spent developing innovations in university and government labs, only a tiny fraction ever make it to the marketplace. A big part of the reason, Norins asserts, is that commercialization staff don’t have the marketing experience and know-how to find and attract IP buyers. “Plus, they’re overloaded with other duties,” he adds.
“That where IPMA comes in,” says executive editor and CEO David Schwartz. “We apply a down-to-earth, practical formula that we’ve perfected over 30 years in specialized publishing. We dig up expert, real-world advice, best practices, and successful case studies for our subscribers — and show them how to put these tactics to work in their organizations.” Key ingredients are: identifying and contacting all logical prospects, selecting and creating the optimal mix of sales tactics and tools, diligent followup, and getting the deals closed favorably.
A complimentary copy of the inaugural issue is available for review online at www.IPmarketingadvisor.com.